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Has SiriusXM Set a New Standard for the Radio Industry by Building Around Megyn Kelly?

Pete Mundo
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Has SiriusXM Set a New Standard for the Radio Industry by Building Around Megyn Kelly?

SiriusXM locked up Megyn Kelly to a contract extension this week. Between her on-air chops, strong opinions, impressive guest list, and digital presence, SiriusXM wisely decided not just to extend her show but, as Barrett Media reported this week, to build her brand.

As part of her contract extension, Megyn Kelly will get her own branded channel, taking over the Triumph Channel 111 brand, where her current show is already heard. Kelly’s expansion follows news revealed earlier this year that she would launch her own podcast network, featuring Mark Halperin, Link Lauren, and Maureen Callahan with new shows.

While SiriusXM has a long history of branding channels around personalities — Howard Stern being the most obvious example, with Mad Dog Sports Radio also coming to mind — their timing and decision now make incredible sense.

In a fragmented media world, one trend that continues to emerge is consumers’ increasing loyalty to specific personalities as brands, rather than to the platforms that distribute their shows. While there are exceptions, there’s no doubt the trend is moving away from institutional brands that once carried weight (think specific TV networks, radio stations, or newspapers) and toward the personalities themselves.

As the barrier to entry for distribution becomes lower than ever, and as gatekeepers no longer wield the influence they once did, we continue to curate a world where the personality may be bigger than the brand.

So, for SiriusXM to brand an entire channel around Megyn Kelly rather than the currently named “Triumph Channel” is a smart business move. “Triumph Channel” doesn’t mean much to most people, but branding the channel — and, by extension, the other shows — around its biggest star does. It also creates a natural opportunity for cross-promotion across the entire network.

Loyal Megyn Kelly fans may feel obligated to their favorite personality to consume the other shows tied directly to her name. Granted, those shows will have to stand on their own merits over time, but this approach gives the channel a communal, team-driven feel that it wouldn’t otherwise have without Megyn Kelly’s branding.

I’ve often wondered if local radio or television could adopt this model. I don’t see radio stations with legacy call letters rebranding anytime soon. But it’s fair to ask: do radio station call letters mean anything to anyone under the age of 45 anymore? While we need them for legal IDs, do we need names like Q97? Unless it’s a heritage brand, is that the best way to identify a station? And how many country music stations around the country are called “The Wolf”?

In some markets, it truly matters, and no one wants to squander years or decades of brand equity. But given the overall trends the industry is experiencing, thinking outside the box isn’t a bad thing right now.

Is there a rock-star personality with years of runway — like Megyn Kelly — that a local programmer could exclusively brand a station around? There’s always the risk that “the brand” leaves and you’re back to square one. But I’m pretty sure “The Wolf” or “The Bull” will still be available. This hypothetical probably doesn’t work at most stations, but with the future success of radio being driven by strong and relatable personalities rather than playlists, it seems like a reasonable conversation to have.

As Megyn Kelly said in her statement this week, “I’m thrilled to deliver our bold brand of no-BS news live on SiriusXM and to be expanding my relationship with such a stellar, blue-chip brand and great partner. Soon our listeners will have the Megyn Kelly Channel to enjoy and trust for the conversations and content they love.”

That builds brand loyalty far beyond a simple “Thank you to SiriusXM for extending my show.” It gets her diehard audience fired up to consume more of her content — and more of her channel’s content. And it just might be the kind of bold play that could work on a more local level.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Is Megyn Kelly Really in the Same Category as Howard Stern and Chris ‘Mad Dog’ Russo for SiriusXM?

Garrett Searight
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SiriusXM is making a serious investment in Megyn Kelly. The satellite radio company extended her contract and announced she’ll soon have her own branded channel.

That’s a major show of confidence — and an even bigger statement about where SiriusXM sees opportunity in today’s talk and news landscape.

The move instantly raises a question: Is Megyn Kelly really on the same level as Howard Stern, Chris “Mad Dog” Russo, or Alex Cooper?

Those names are synonymous with dominance — personalities who transcend their platforms and become media institutions.

SiriusXM doesn’t give out branded channels like participation trophies, so this is clearly a bet that Kelly belongs in that rare company.

At first glance, it might feel like a stretch. Stern redefined modern radio. Russo practically invented the sports radio argument culture we still see everywhere today. Cooper turned an unapologetic podcast into a cultural phenomenon and a multimillion-dollar empire. Compared to that, Kelly might not seem like an obvious pick to stand shoulder to shoulder with that trio. She’s a former TV anchor, not a shock jock or an influencer.

But then again, that might be exactly what makes her so valuable.

Megyn Kelly has built something few in news media have managed to do: a truly independent brand that thrives without the backing of a traditional network. Since leaving Fox News, she’s turned herself into a media force — one who doesn’t need the “machine” of legacy television. Her show isn’t a segment between commercial breaks. It’s a destination.

Kelly’s success didn’t happen by accident or nostalgia. It came from determination and consistency. She didn’t fade away when her NBC run ended. Instead, she rebuilt from scratch, launched a daily show on YouTube, and built an audience that shows up for her — not because she’s on a big network, but because they want to hear her.

That kind of loyalty is currency in 2025. And SiriusXM knows it.

What makes Kelly stand out is her ability to blend news, analysis, and personality in a way few others can. She’s smart enough to challenge guests, sometimes strong enough to take criticism, and savvy enough to own her lane in a crowded market. Whether you agree with her or not, you don’t doubt that she believes every word she says. In an era of media personalities chasing clicks and algorithms, that authenticity has real value.

SiriusXM’s decision to expand her presence isn’t just about a contract. It’s about aligning with a brand that continues to grow. They’re betting on one simple idea: that Megyn Kelly hasn’t peaked yet.

Look at the data points. Her show regularly breaks through the crowded podcast charts. Her interviews spark headlines across political and cultural lines. She’s built a sizable digital following that engages with her on multiple platforms. That’s the kind of influence that can’t be faked or manufactured by a marketing team.

Howard Stern may still be the king of SiriusXM, but even he isn’t the future. He’s the legend. Russo is the voice of passion. Cooper owns the cultural conversation and is the podcasting future for the brand.

Kelly, though, represents something else — the power of self-made influence in news media.

When SiriusXM invests in Megyn Kelly, they’re doing more than rewarding her success. They’re acknowledging a shift. Audiences no longer care where a show airs. They care who they’re listening to. Kelly’s brand crosses platforms, generations, and ideologies. She’s become her own network — and now, her own channel.

There’s also a strategic element to this move. SiriusXM, in many ways, is still figuring out how to compete in a world dominated by Spotify, YouTube, and on-demand audio. Locking up a proven, consistent draw like Megyn Kelly gives them relevance in the modern content ecosystem. Her audience doesn’t rely on radio habits — it relies on trust. That’s the audience SiriusXM needs most.

The cynic might say SiriusXM is simply buying name recognition. But that undersells what Kelly has done. She’s proven she can evolve and adapt faster than most in the media business. She’s not waiting for someone else to validate her. She’s already done that on her own.

And if SiriusXM is smart, they’ll give her the space and resources to expand that brand even further.

So yes, Megyn Kelly belongs in the same conversation as Stern, Russo, and Cooper. Her path may have been different, but the result is the same. She commands an audience, drives discussion, and builds value. That’s the formula for lasting success in this business.

SiriusXM isn’t just extending a contract. They’re making an investment in someone who keeps proving she’s worth betting on.

And based on the trajectory she’s built, it’s hard to imagine a safer gamble in media right now than Megyn Kelly.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How to Interview Radio Candidates Without Making It Awkward

Bob Lawrence
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How to Interview Radio Candidates Without Making It Awkward

Interviewing someone shouldn’t feel like speed-dating — certainly not from either person’s perspective. Yes, you want to know if they can do the job, but the secret is just as much about making a “connection.”

Here are some practical ways to try to get it right, plus a few red flags to watch for along the way.

Stiff introductions make the start of any conversation very uncomfortable. Walking into an interview is already like stepping onto a stage for the candidate, so don’t make it worse by opening with the delivery of Ben Stein in Ferris Bueller’s Day Off (“Bueller…Bueller…anyone…Bueller?”). Warmth and a smile, small talk, or just a simple, “Glad you could make it today,” is very comforting. Those few seconds set the tone for the whole conversation.

On the other hand — if they respond with zero engagement, virtually no eye contact, one-word answers, or a vibe like you’ve just interrupted their mid-morning nap, that may signal trouble fitting into a collaborative team.

Starting by letting them know about the process also eases some tension. Imagine going to the dentist and you’re not sure whether you’re getting a cleaning or a root canal. That’s what a vague interview can feel like. Be fair and set expectations right from the start. That means letting them know how long it’ll take, what kinds of questions you’ll ask, and whether they’ll meet anyone else. Clarity relaxes people and makes them more likely to show you who they really are.

On the other hand — if they look annoyed or impatient when you explain that process, they may struggle with structure or feedback once on the job.

A lot of interviewers treat the process as their personal TED Talk. The candidate didn’t show up to hear your dissertation regarding the best times to take lunch or the company’s riveting history of logo redesigns. It’s always best to ask open-ended questions and then stop talking. I remember from my days in research doing focus groups and one-on-ones that the goal is not to fill the silence. It’s okay for someone to pause and think. Don’t try to fill that moment. People open up when they feel heard, and you’ll learn a lot more if you let them take their time and fill the space first.

On the other hand, if their answers are always vague, rehearsed to the point of sounding robotic, or they consistently dodge specifics, you may not be getting the real, honest story.

Try to discuss more than just the job description. Their resume tells you what they’ve done, but not who they are and what makes them tick. Ask about a project they’re proud of, what kind of work environment or team members bring out their best, or even what excites them outside of work.

Be careful here, as some HR departments don’t want you to go into personal lives—you may open doors that should stay closed, at least for now. Hobbies are innocuous enough, and you may see someone light up about a hobby a lot more than from a rehearsed “greatest strength” speech.

On the other hand, if they can’t point to any project they’re proud of, people they admire, or every story somehow paints them as a victim, it may signal a lack of accountability.

You obviously want to be professional, but staying human is important. Nobody wants to talk to a robot in a suit. If your candidate is overly nervous, acknowledge it. We’ve all been in their shoes, so consider sharing a quick story. That doesn’t mean you have to overshare anything about your college band-nerd days. It just means being approachable enough to remind them they’re talking to a real person versus a drone sent down from HR.

On the other hand, if they’re overly casual to the point of disrespect, like checking their phone mid-interview or talking badly about past employers, wrap things up, because professionalism might not be on their high-priority list.

Pay attention to body language. Words tell part of the story, but someone’s body language fills in the gaps. Eye contact, leaning in, and nodding (not nodding off) are the little signs that show engagement. Don’t forget your own posture as well. Looking bored or sneaking a peek at your phone is the fastest way to tell a candidate that you couldn’t care less.

On the other hand—arms crossed the entire time, constant fidgeting, or staring at the floor might just be a lot of nerves, but if it never lets up, you may be looking at confidence or self-esteem issues.

Above all, no matter how you feel, end things on a respectful, positive note and close things the same way you started—like a human being. Thank them sincerely, explain the next steps, and leave them with a clear sense of where things go from here and what to expect. Even if they’re not the right fit, they’ll walk away with a good impression of you and your company, and they’ll talk about it.

On the other hand — if they show zero curiosity at the end and have no questions about the role, the team, or the company, it may suggest they’re not interested or invested.

Candidates often come in feeling like they’ve been escorted into a police station interrogation room. When you drop the script and show some personality and respect, you’ll get better insights.

On the other hand — if they bring their mom, run like hell and hide!

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Saga Communications CEO Chris Forgy: We Plan on Two-Thirds of Total Revenue to Be Digital By 2030

BNM Staff
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Saga Communications CEO Chris Forgy: We Plan on Two-Thirds of Total Revenue to Be Digital By 2030

Plenty of radio companies are featuring a digital focus these days. Saga Communications CEO Chris Forgy believes that digital will make up a large portion of his company’s revenue by the time 2030 rolls around.

While speaking at the Noble Capital Markets Emerging Growth Virtual Equity Conference, Forgy shared that Saga is in the midst of a cultural shift to focus and prioritize its digital offerings.

“Our business units are now called media groups,” said Forgy. “Our sellers are media advisors. And our program directors and on-air talent are directors of content and content creators.”

With a focus on increasing its business in the search and display markets locally, Saga Communications believes it can increase its digital revenue to 67% of its total by 2030.

In its most recent financial results, 16% of the company’s total revenue is in the digital space. That is a 3% increase compared to the prior quarter. In the short term, the organization hopes to reach 20-25% of revenue coming from the digital sector.

In the coming years, Forgy explained that the expectation would be that 33% of total revenue will come from radio, 33% from search, and 33% from display ads.

Forgy said that Saga Communications will stop shy of the “digital first” moniker used by other radio ownership groups like Townsquare Media and Beasley Media Group, however.

“You have to have radio to make it work,” Forgy said. “Radio gets (advertisers) wanted. Search gets (advertisers) found. Display gets (advertisers) chosen.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

930 AM The Answer Program Director Barry Besse Exits

BNM Staff
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930 AM The Answer Program Director Barry Besse Exits

After more than 15 years at Salem Media Group San Antonio, 930 AM The Answer Program Director Barry Besse has exited.

During his time with the company, he also previously served as the morning host at sister station AM 630 The Word, the Christian teaching and talk station. In addition to his work as Program Director of 930 AM The Answer, he served in the same capacity for The Word.

In a post on social media, Besse revealed he had been part of layoffs at the company.

“After 15 years at Salem Media San Antonio and a total of 17 years with Salem as a company, I was a part of a massive company-wide reduction in workforce,” Besse wrote. “Over the years, Salem has tried its best not to have a reduction in workforce, but like most corporations, it had to happen.

“I’m not bitter or angry,” Besse continued. “I understand how this business works. I was proud of the work I did for Salem Media Group and even prouder to have worked with the people I did.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Bomani Jones Believes Paul Finebaum Omission From ESPN Programming Surrounded Equal Time Provision

BSM Staff
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Bomani Jones Believes Paul Finebaum Omission From ESPN Programming Surrounded Equal Time Provision

Former ESPN personality Bomani Jones offered his perspective on the network’s decision to pull veteran host Paul Finebaum from some ESPN television appearances following an interview with OutKick founder Clay Travis.

Jones emphasized on his The Right Time with Bomani Jones podcast that the move was not driven by politics but by compliance considerations With sports programming, Jones said, the audience typically engages differently than in the political arena.

“If you offer sports opinion, especially at a national platform, most of the people aren’t that invested in that particular game that you’re talking about,” Jones explained. “There’s the fans of this team, fans of that team, and then there’s everybody else that’s just kind of looking and maybe has some general opinions, but they don’t have like a personal investment. It’s not nearly a this-side, that-side scenario as politics is right.”

Jones noted that Finebaum’s potential Senate run places him in a distinctly political position, at least for Alabama fans, who make up a significant portion of his audience.

“The idea of Finebaum running for Senate, number one, it squarely puts him in a this-side, that-side proposition at the very least with the fan base that’s in Alabama, which I would imagine is a significant proportion of the fan base that listens to the Finebaum show because of its historical roots,” Jones said.

Despite acknowledging the political implications, Jones was clear that ESPN’s decision was not motivated by ideology.

“I feel very confident saying this about the current world order at ESPN. There ain’t no rules, right? Like, not in terms of your ideology, not in terms of what your politics are,” he said. “You think that because Paul Finebaum says that he’s thinking about running for Senate that ESPN will pull him off the air for what reason? The only reason that would make sense is the equal time provision and them having a measure of concern about whether or not they run into conflict with that. And if that’s the case, that’s perfectly fair. I mean, that’s not even perfectly fair. That’s what they have to do.”

For clarification on his stance, Jones also shared that he does not have a personal relationship with Finebaum.

“If you guys know much of the history, that’s not my guy. That’s not my friend, right? I’ll just leave it at that. I don’t—I’ve had one actual factual conversation with Paul Finebaum in my life that was not on television, but that’s not my dude,” he said.

The comments provide rare insight from a former ESPN personality on the network’s internal decision-making and underscore the complexities of sports media figures engaging in political endeavors while maintaining compliance with federal regulations.

ESPN nor Finebaum has commented publicly on why Finebaum missed several regular appearances on network television programming on ESPN last week.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

NewsNation Plans Bipartisan Town Hall Event with Chris Cuomo, Bill O’Reilly, Stephen A. Smith

BNM Staff
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NewsNation Plans Bipartisan Town Hall Event with Chris Cuomo, Bill O’Reilly, Stephen A. Smith

NewsNation has announced it will hold a special town hall event with Trump administration officials, with Chris Cuomo, Bill O’Reilly, and Stephen A. Smith hosting the broadcast.

On Wednesday, October 15th at 8 PM ET, the cable news network will host a two-hour broadcast from the John F. Kennedy Center for the Performing Arts in Washington, D.C.

White House Border Czar Tom Homan is scheduled to appear. Meanwhile, former Sen. Joe Manchin (I-WV) will join the broadcast, while current Reps. Tim Burchett (R-TN) and Ro Khanna (D-CA) will participate. Political podcasters Benny Johnson and Adam Mockler of The MeidasTouch will also be in attendance.

In addition to airing on NewsNation, the town hall event will also be broadcast on The CW. Following the broadcast, Leland Vittert will host a special edition of On Balance at 10 PM ET. The town hall will then have an encore presentation at 11 PM ET.

The event marks the second town hall of the year with Chris Cuomo, Stephen A. Smith, and Bill O’Reilly airing on NewsNation. Earlier this year, the trio led a town hall event focused on the first 100 days of President Donald Trump’s term.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

‘Elvis Duran and the Morning Show’ Hosts Danielle Monaro and Medha Gandhi to Host 2025 NAB Marconi Radio Awards

BMM Staff
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‘Elvis Duran and the Morning Show’ Hosts Danielle Monaro and Medha Gandhi to Host 2025 NAB Marconi Radio Awards

The National Association of Broadcasters (NAB) has announced that Elvis Duran and the Morning Show hosts Danielle Monaro and Medha Gandhi will serve as hosts for the 2025 NAB Marconi Radio Awards.

Scheduled for Tuesday, October 21st at The Edison Ballroom, Monaro and Gandi will lead the ceremonies on radio’s biggest night. Established in 1989, the Marconi Radio Awards are awarded to radio stations and on-air personalities to recognize excellence in radio.

“Danielle and Gandhi represent everything that makes local radio special — personality, authenticity and a genuine connection with their audiences,” NAB President and CEO Curtis LeGeyt said.

Monaro has been on mornings with Elvis Duran for the past 24 years. Medah Ghandi is the most recent addition to the show’s cast.

Elvis Duran and the Morning Show originates from iHeartMedia New York’s Z100.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

ABC To Televise Heisman Trophy Ceremony for First Time

BSM Staff
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ABC To Televise Heisman Trophy Ceremony for First Time

ABC will air the Heisman Trophy Ceremony for the first time on Saturday, December 13, at 7 p.m. ET, bringing the nation’s most prestigious individual award in college football to a new broadcast home. The event will originate from Jazz at Lincoln Center’s Appel Room in New York City, marking the fifth consecutive year the ceremony is held at the iconic venue.

Chris Fowler will return as host, emceeing the event for a record 32nd straight year. Fowler will be joined by ESPN college football reporters Holly Rowe and Marty Smith, alongside analysts and former Heisman winners Desmond Howard, Tim Tebow and Andre Ware.

The 2025 Heisman finalists will be revealed earlier that week during Monday Night Countdown, following the conclusion of conference championship weekend. Voting for the trophy closes on Monday, December 8.

The ceremony is part of a full day of live sports programming across ABC and ESPN, offering college football fans and sports enthusiasts a high-profile slate of events. The day begins with the Cricket Celebration Bowl at noon on ABC, which showcases the champions of the MEAC and SWAC in a premier HBCU football matchup in Atlanta.

ABC will continue its football coverage at 3:30 p.m. ET with a live NCAA Division I FCS Quarterfinal, spotlighting two of the nation’s top FCS programs competing for a spot in the semifinals. Simultaneously, ESPN will air a clash between Memphis and No. 6 Louisville, renewing a storied non-conference rivalry. Memphis enters the game following a 2024 campaign that included American regular season and tournament titles, while Louisville finished second in the ACC.

Later, No. 22 Kansas travels to Raleigh to face No. 24 NC State at 5:30 p.m. on ESPN, part of a home-and-home series with the Jayhawks seeking a fifth straight victory in the matchup.

The day reaches its centerpiece at 7 p.m. ET, when the Heisman Trophy will be presented live from New York City. Following the ceremony, the college basketball regular season resumes with Indiana visiting No. 9 Kentucky at 7:30 p.m. on ESPN, rekindling a rivalry dormant for 14 years.

ABC will close the night with the Bucked Up LA Bowl at 8 p.m., featuring teams from the Mountain West and Pac-12 at SoFi Stadium, while ESPN airs the C.M. Newton Classic at 9:30 p.m., a rematch of last year’s meeting between No. 13 Arizona and No. 19 Alabama in Birmingham.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Netflix Reportedly Set To Bid On Global UEFA Champions League Broadcast Rights

BSM Staff
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Netflix Reportedly Set To Bid On Global UEFA Champions League Broadcast Rights

Netflix is reportedly preparing to enter the high-stakes world of European football broadcasting, as UEFA plans a major overhaul of its Champions League media rights from the 2027-28 season. The move could see the streaming giant bid for global rights to air one match per round. Part of an initiative that UEFA expects could generate at least €5 billion (about $5.6 billion) annually. This is according to a report by The Times of London.

The European football governing body, in collaboration with the European Football Clubs organization — formerly the European Club Association — is restructuring the way it sells TV rights for the Champions League, Europa League and Conference League. The initiative is aimed at attracting global streaming platforms, following the success of companies such as Amazon and Apple in sports broadcasting.

Amazon already airs one Champions League game per round in the United Kingdom, Germany and Italy. Apple holds global rights to Major League Soccer. Paramount currently owns rights to the competition in the United States through 2030.

The winning bidder for the new global rights would gain first choice of Tuesday matches. Though with restrictions preventing the same team, like Real Madrid, from being featured repeatedly.

Netflix, which has only dabbled in sports broadcasting, has tested the waters with a Christmas NFL game and the Mike Tyson vs. Jake Paul boxing match. The latter drawing a peak of 65 million streams. The platform has also secured U.S. rights for FIFA’s 2027 and 2031 Women’s World Cup, signaling its growing interest in live sports.

The sale of UEFA’s remaining rights for Champions League, Europa League and Conference League matches will allow broadcasters to bid across multiple markets simultaneously. Companies such as Discovery/TNT Sports and Sky Sports could potentially acquire packages covering the UK, Germany, Italy, Spain and France.

American sports marketing agency Relevent is managing the rights sales on UEFA’s behalf.

Industry sources tell The Times of London the restructured deals could increase UEFA’s annual revenue from club competitions by at least 10%, up from the current €4.4 billion (about $4.9 billion) to €5 billion (around $5.6 billion) or more. By comparison, the English Premier League earns $4.0 billion annually from domestic and overseas TV rights. The new Champions League format, introduced last season, has already boosted payouts to participating clubs by 25%.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

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